| Title: | Advertising Discourse and the Pertaining Ethnography : An Ethnographic Case Study Conducted in Montenegro |
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| Authors: | ID Ivanović, Igor (Author) |
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| Files: |  PDF - Presentation file, download (1,93 MB)
MD5: C9188E20EAA0DB04801FF05A364D3CFA
 URL - Source URL, visit https://zdjp.si/en/annales-series-historia-et-sociologia-32-2022-3/
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| Language: | English |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: |  IRRIS - Institute IRRIS for Research, Development and Strategies of Society, Culture and Environment
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| Abstract: | The aim of this paper is to analyse advertising discourse, as a form of social and linguistic phenomenon, from the theoretical point of view and then use this information to answer the question of why some advertisements in Montenegro are better at getting their message across and consequently attracting new/retaining old customers, while other advertisements seem to struggle with the precisely same task. To be able to answer this question, we designed and conducted ethnographic research in Montenegro in 2021. The question shall be answered from the perspective of customers and companies. |
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| Keywords: | advertising discourse, social targeting, ethnographic research, communication modes, genre |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Publication date: | 01.01.2022 |
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| Year of publishing: | 2022 |
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| Number of pages: | 465-480 |
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| Numbering: | 32, 3 |
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| PID: | 20.500.12556/DiRROS-31337  |
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| UDC: | 009 |
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| ISSN on article: | 1408-5348 |
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| DOI: | 10.19233/ASHS.2022.29 |
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| COBISS.SI-ID: | 153845763 |
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| Copyright: | Imetniki avtorskih pravic na prispevkih so avtorji. CC BY-NC 4.0 |
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| Publication date in DiRROS: | 28.07.2026 |
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| Views: | 31 |
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| Downloads: | 20 |
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| Metadata: |    |
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